{"id":4323,"date":"2026-03-23T09:48:45","date_gmt":"2026-03-23T09:48:45","guid":{"rendered":"https:\/\/www.sites.se.manchester.ac.uk\/fbt-2026\/?page_id=4323"},"modified":"2026-04-07T12:00:24","modified_gmt":"2026-04-07T11:00:24","slug":"fashion-project-superdry","status":"publish","type":"page","link":"https:\/\/www.sites.se.manchester.ac.uk\/fbt-show\/fashion-project-superdry\/","title":{"rendered":"FASHION PROJECT: SUPERDRY STRATEGIC BRAND DEVELOPMENT"},"content":{"rendered":"\n<div class=\"wp-block-group has-base-background-color has-background has-global-padding is-layout-constrained wp-container-core-group-is-layout-abafbc0d wp-block-group-is-layout-constrained\" style=\"padding-top:var(--wp--preset--spacing--small);padding-right:var(--wp--preset--spacing--small);padding-bottom:var(--wp--preset--spacing--small);padding-left:var(--wp--preset--spacing--small)\"><div style=\"display:block\">\n<!-- FlowPaper PDF flipbook plugin v.2.0.6 wordpress.org\/plugins\/flowpaper\/ -->\n<iframe title=\"FlowPaper flipbook pdf viewer\" width=\"700px\" height=\"500\" scrolling=\"no\" class=\"flowpaper-class\" frameborder=\"0\" allowFullScreen=\"true\" lightbox=\"false\" cover id src = \"https:\/\/flowpaper.com\/flipbook\/?pdf=https:\/\/www.sites.se.manchester.ac.uk\/fbt-2026\/wp-content\/uploads\/sites\/54\/2026\/03\/Cream-Minimalist-Brand-Launching-Invitation-Instagram-Story.pdf&title=&header=&theme=&singlepage=&thumbs=1&modified=2604071200\" seamless=\"seamless\" style=\"margin-bottom:0;display:block;\">Your browser does not seem to support iframes. <a href=\"https:\/\/flowpaper.com\/flipbook\/?pdf=https:\/\/www.sites.se.manchester.ac.uk\/fbt-2026\/wp-content\/uploads\/sites\/54\/2026\/03\/Cream-Minimalist-Brand-Launching-Invitation-Instagram-Story.pdf\" target=\"_blank\">Click here to read this PDF<\/a>.<\/iframe>\n<div id=\"flowpaper-logo-bottom\" class=\"flowpaper-logo-bg\" style=\"background:linear-gradient(to right, rgba(0,0,0,0.65) 0%,rgba(0,0,0,0) 200px);width:100%;height:19px; padding-bottom: 1px; padding-left: 5px; padding-right: 10px; display: flex; align-items: center;z-index:9999\"><span style=\"height: 37px; padding-left: 6px;width:90%\"> <a id=\"flowpaper-link\" style=\"fill: #fff\" alt=\"FlowPaper logotype\" title=\"FlowPaper logotype\" href=\"https:\/\/flowpaper.com\" target=\"_blank\"> <img decoding=\"async\" alt=\"Publish PDF flipbooks online\" style=\"height:17px;width:auto;margin-top:11px;\" src=\"https:\/\/www.sites.se.manchester.ac.uk\/fbt-show\/wp-content\/plugins\/flowpaper-lite-pdf-flipbook\/assets\/flowpaper-logo.png\" border=\"0\"> <\/a> <\/span><span style=\" float: right; right: 0; font-size: 10px; white-space: nowrap; opacity:0.8\"><a href=\"https:\/\/flowpaper.com\/flipbook-maker\/\" target=\"_new\" style=\"text-decoration:none;border-bottom:none;\">Created using FlowPaper Flipbook Maker &#8599;<\/a><\/span><\/div><\/div>\r\n                <script>\r\n                document.addEventListener(\"DOMContentLoaded\", function(){\r\n                    var target_element, iframe_element;\r\n                    iframe_element = document.querySelector(\"iframe.flowpaper-class\");\r\n                    target_element = document.querySelector(\"\");\r\n                    iframe_element.style.height = target_element.offsetHeight + \"px\";\r\n                });\r\n                <\/script>\r\n            \n\n\n\n<p class=\"has-text-color has-link-color wp-elements-775df7623c179460d337dd49ad04f91a\" style=\"color:#7f7f7f\">All information presented here is the students opinions based on answering a particular brief.<\/p>\n\n\n\n<h2 class=\"wp-block-heading has-base-5-color has-text-color has-link-color wp-elements-1abcb8d3bc918622be49d3a0b20629cc\">Team Members:<\/h2>\n\n\n\n<p class=\"has-base-5-color has-text-color has-link-color wp-elements-8cb993b4621caefafd018f7ea43f6c01\"><strong><strong>Chenyu Liu<br>Hangi Ke<br>Juntao Luo<br>Lingxin Wang<br>Yixuan Zhao<br><\/strong><\/strong><\/p>\n\n\n\n<h2 class=\"wp-block-heading has-base-5-color has-text-color has-link-color wp-elements-7252befed51852d0ed91a9c3b76560ed\">Keywords<\/h2>\n\n\n\n<ul style=\"color:#7f7f7f\" class=\"wp-block-list has-text-color has-link-color wp-elements-3a2ea7370f80225eae4a2edda5093e77\">\n<li>Brand Repositioning<\/li>\n\n\n\n<li>Sustainability<\/li>\n\n\n\n<li>Digital Transformation<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading has-base-5-color has-text-color has-link-color wp-elements-35aa165d9fdf0c3df59c9e6e2b4c74e1\">Summary<\/h2>\n\n\n\n<p class=\"has-text-align-left has-text-color has-link-color wp-elements-3e3807291ab6b1985a2912fdfbb79836\" style=\"color:#7f7f7f\">Superdry is redefining its path forward through a strategic repositioning that blends heritage streetwear with contemporary consumer expectations. Once known for its bold British-Japanese aesthetic, the brand now faces growing pressure in the mid-market as competition intensifies and consumer tastes shift toward minimal, sustainable, and digitally connected fashion. To regain relevance, this project proposes a market-penetration strategy focused on strengthening core products, improving digital engagement, and reconnecting with younger consumers. Central to the strategy is the development of a Gen Z-oriented sub-brand featuring trend-driven, sustainable casualwear. Supported by omnichannel retail, Al-driven personalization, and social media marketing, Superdry aims to rebuild loyalty, sharpen brand identity, and achieve long-term growth.<\/p>\n\n\n\n<p class=\"has-text-color has-link-color wp-elements-eaf1ac9c6cc6d624efda57ce2351ca61\" style=\"color:#7f7f7f\"><\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>All information presented here is the students opinions based on answering a particular brief. Team Members: Chenyu LiuHangi KeJuntao LuoLingxin WangYixuan Zhao Keywords Summary Superdry is redefining its path forward through a strategic repositioning that blends heritage streetwear with contemporary consumer expectations. Once known for its bold British-Japanese aesthetic, the brand now faces growing pressure [&hellip;]<\/p>\n","protected":false},"author":76,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"class_list":["post-4323","page","type-page","status-publish","hentry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>FASHION PROJECT: SUPERDRY STRATEGIC BRAND DEVELOPMENT - FBT Graduate Showcase 2026<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.sites.se.manchester.ac.uk\/fbt-show\/fashion-project-superdry\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"FASHION PROJECT: SUPERDRY STRATEGIC BRAND DEVELOPMENT - FBT Graduate Showcase 2026\" \/>\n<meta property=\"og:description\" content=\"All information presented here is the students opinions based on answering a particular brief. Team Members: Chenyu LiuHangi KeJuntao LuoLingxin WangYixuan Zhao Keywords Summary Superdry is redefining its path forward through a strategic repositioning that blends heritage streetwear with contemporary consumer expectations. Once known for its bold British-Japanese aesthetic, the brand now faces growing pressure [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.sites.se.manchester.ac.uk\/fbt-show\/fashion-project-superdry\/\" \/>\n<meta property=\"og:site_name\" content=\"FBT Graduate Showcase 2026\" \/>\n<meta property=\"article:modified_time\" content=\"2026-04-07T11:00:24+00:00\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Estimated reading time\" \/>\n\t<meta name=\"twitter:data1\" content=\"1 minute\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.sites.se.manchester.ac.uk\\\/fbt-show\\\/fashion-project-superdry\\\/\",\"url\":\"https:\\\/\\\/www.sites.se.manchester.ac.uk\\\/fbt-show\\\/fashion-project-superdry\\\/\",\"name\":\"FASHION PROJECT: SUPERDRY STRATEGIC BRAND DEVELOPMENT - FBT Graduate Showcase 2026\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.sites.se.manchester.ac.uk\\\/fbt-2026\\\/#website\"},\"datePublished\":\"2026-03-23T09:48:45+00:00\",\"dateModified\":\"2026-04-07T11:00:24+00:00\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/www.sites.se.manchester.ac.uk\\\/fbt-show\\\/fashion-project-superdry\\\/#breadcrumb\"},\"inLanguage\":\"en-GB\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/www.sites.se.manchester.ac.uk\\\/fbt-show\\\/fashion-project-superdry\\\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/www.sites.se.manchester.ac.uk\\\/fbt-show\\\/fashion-project-superdry\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/www.sites.se.manchester.ac.uk\\\/fbt-show\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"FASHION PROJECT: SUPERDRY STRATEGIC BRAND DEVELOPMENT\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/www.sites.se.manchester.ac.uk\\\/fbt-2026\\\/#website\",\"url\":\"https:\\\/\\\/www.sites.se.manchester.ac.uk\\\/fbt-2026\\\/\",\"name\":\"FBT Graduate Showcase 2026\",\"description\":\"\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/www.sites.se.manchester.ac.uk\\\/fbt-2026\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-GB\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"FASHION PROJECT: SUPERDRY STRATEGIC BRAND DEVELOPMENT - FBT Graduate Showcase 2026","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.sites.se.manchester.ac.uk\/fbt-show\/fashion-project-superdry\/","og_locale":"en_GB","og_type":"article","og_title":"FASHION PROJECT: SUPERDRY STRATEGIC BRAND DEVELOPMENT - FBT Graduate Showcase 2026","og_description":"All information presented here is the students opinions based on answering a particular brief. 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